One question I ask to my clients and potential clients is, “How often do you email your list?” Most people say they only email their list a few times per year – and I’m sure you’re in the same boat as them.

If you have an email list, you should be using it more – especially if your list is rather large. I know that you’re unsure of what to send to your list, which is why I outline why you should NOT ignore your email subscribers.

You own your email list and subscribers – unlike your social media accounts

You may have heard the phrase, “You shouldn’t keep all of your eggs in one basket” – and it’s true. What this means is you shouldn’t rely on one social media account to get your name out there and attract your dream clients. Think about Instagram, for example. What if, one day, it shuts down and you lose all your followers who were warm leads for you? What if it REALLY becomes a pay-to-play platform where you frequently have to pay in order to get your posts seen? What if your account gets shut down and you lose all of your followers, content, and messages? No bueno, I’d say.

Your email list is different because you OWN your subscribers. You’re never going to have to worry about getting past tricky algorithms just for your content to be seen. You’re never going to have to worry about spending ad money to reach your target market. You’re never going to stress about losing your subscribers because you can download CSVs with your subscribers’ information to upload anywhere.

Think of your subscribers as your own personal people that you’re never going to worry about losing unless they unsubscribe.

You can guarantee that your emails will get seen

Did you know that if you were to publish the same exact social media post five times, your audience will only see it once? This is due to the various algorithms as well as the fact that your audience is not going to be on social media all at the same time – which means that your audience WILL miss your posts.

However, EVERYONE checks their email at least once per day – which means your subscribers WILL see your email. It’s like sending a direct letter to them that they open and read. This is key for you to remember because you should be customizing and making sure that you have GREAT copy for your emails.

You can build a relationship through emails

As mentioned above, sending an email to someone is like sending a direct letter to them – which means this email should be relatable and personalized (which can be done thanks to the tools email marketing platforms have!). You can ask a question, provide advice, or make announcements – anything that will establish that relationship with your subscribers.

Whenever I ask a question and ask people to reply to it, I always get responses and it’s really great to get that initial conversation going. You’re able to learn about your subscribers in terms of what their business is, what they struggle with, and what they want to learn – which are all key things to know in order to effectively market to them.

If you’re not using your email list as often as you know you should, I challenge you to brainstorm how you can use it for the rest of 2017 and even in 2018. I always consider email subscribers to be “hidden gems” – they’re there to get to know you, learn from you, and purchase from you – you just need to stay consistent with it to be successful.